Sustainable womenswear and homeware retailer MIMMO Studios has closed its store at 6-7 Montpelier Walk in Cheltenham, citing rising costs and declining in-store sales.
It will now focus on transitioning to a digital-first model, supported by nationwide pop-ups starting in spring 2025.
Online sales have soared by 1080% since MIMMO Studios launched in 2021, however in-store transactions have declined by 36% over the same period, “highlighting the shifting dynamics of retail in today’s market”.
Rising costs have also impacted operations, including a 260% rent hike and an £850 monthly increase in business rates, with relief set to drop in April 2025.
Lil Gardiner, co-founder and Creative Director at MIMMO Studios, said: “We always set out to reinvent retail. This next stage is an exciting way to explore that journey.
“By adapting to market changes while staying true to our values, we can grow our community and share the MIMMO Studios magic with even more people.”
Katie Brown, co-founder and Head of Sustainability & Innovation at MIMMO Studios, added: “The business has to be sustainable for us as individuals as well as environmentally.
“This new chapter gives us the freedom to explore innovative ways of doing business, which was always our goal. We love thinking creatively about how we can do things differently.”
The new nationwide pop-up model will bring temporary retail experiences and the brand’s unique aesthetic and curated collections directly to customers across the UK, “fostering meaningful and personal connections throughout the country”.
When it comes to fashion, MIMMO Studios is best known for handpicking sustainable womenswear from brands that focus on innovation, recycled materials, circular design, and low-waste production. Its brand portfolio includes Antwerp-based knitwear brand Howlin, Spanish label Diarte and Danish brand Skall.
Industry-wide pressures have further compounded the issues that MIMMO Studios has faced with its store, with a PwC report showing 38 daily retail closures across UK high streets in 2024.
Cheltenham has faced similar struggles, with declining footfall and disruptions from extreme weather, including severe flooding that forced MIMMO Studios to temporarily close in October 2024 – losing two weeks of physical trade.
